Saintly Place

The campaign that stopped a nation

Saintly Place is a 63 apartment development built by Branson Group on one of Melbourne’s most iconic sporting locations – the famous Flemington Racecourse, on the land where legendary trainer Bart Cummings stabled many of his horses.

The naming and the brand identity was inspired by the name of one of Bart’s most famous Melbourne Cup winners – Saintly in 1996. The jockey wore black and yellow silks which were the basis for the brand identity.

A full launch campaign was planned and executed for this development, featuring brochures, collateral, hoardings, displays, activation events, website and digital assets.

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